What is Case 1 about( Anna Frisch?

Anna Frisch, the marketing director at Aesch AG, a medical device company, proposed changing the company's marketing strategy in Germany. Traditionally, Aesch focused its marketing on doctors, but Anna saw that hospital administrators (like CEOs and CFOs) were now more involved in purchasing decisions. This shift was due to financial challenges in the healthcare industry and increased competition. Anna suggested that Aesch start targeting these executives to keep up with the changing market, but her plan faced resistance within the company.